Social media platforms as HR marketing tool in selected healthcare service providers

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526547" target="_blank" >RIV/70883521:28120/20:63526547 - isvavai.cz</a>

Result on the web

<a href="https://mmi.fem.sumdu.edu.ua/en/journals/2020/1/294-302" target="_blank" >https://mmi.fem.sumdu.edu.ua/en/journals/2020/1/294-302</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21272/mmi.2020.1-25" target="_blank" >10.21272/mmi.2020.1-25</a>

Result language

angličtina

Original language name

Social media platforms as HR marketing tool in selected healthcare service providers

Original language description

The research paper summarizes the arguments and counterarguments within the scientific discussion on the issue of social media platforms, HR marketing, E-recruitment and human capital management. The primary purpose of the research is to determine whether the size of the selected healthcare providers influences (1) the active use of social media platforms and (2) the creation of the recruitment videos to address potential employees on the internal or external labour market. Systematization literary sources and approaches for solving the problems of the social media platforms, HR marketing, E-recruitment and human capital management indicate that the implementation of IT technologies in the field of human resources management is becoming a necessity in today&apos;s world. Regarding methodological tools of the research methods, this research study used quantitative and qualitative marketing research as the essential primary sources of information and data. For the precise questionnaire survey and understanding of the individual questions in the questionnaire, a pretest questionnaire survey was also carried out. The pretest was conducted in the fourth quarter of 2018 on a sample of eight respondents. A significant marketing quantitative research followed after the removal of minor shortcomings, from October 2018 to January 2019. The object of the study was selected healthcare service providers in the Czech Republic. Fifty-eight healthcare service providers were thus analysed. Besides other things, two research hypotheses and one research question were formulated. In the research study, the Pearson&apos;s chi-square test, Microsoft Excel 2013 and IBM SPSS Statistics 23 were used to verify the research hypotheses. The research paper presents the results of an empirical analysis showing that (1) there is no statistically significant relationship between the size of the selected healthcare service provider and the active use of the social media platforms as an HR marketing tool; (2) there is a statistically significant relationship between the size of the selected healthcare service provider and the creation of recruiting videos to address potential employees on the internal or external labour market; (3) social media platforms are used for the communication with the patients, clients, public and further for PR or promotion of selected healthcare service provider and the recruitment purposes of human resources and HR marketing. The research also empirically confirms and theoretically proves the need for IT knowledge and the active use of IT technology in the area of human resources management, today in the 21st century. The results of the research can be useful for the domestic and foreign healthcare service providers such as hospitals, maternity hospitals, children&apos;s hospitals, hospital wards, field hospitals, nursing homes, asylums, clinics, sanatoriums of long term disease, health resorts, thermal baths, healing spas and other health and medical institutions or for academicians that are interested in human resource management.

Czech name

—

Czech description

—

Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Marketing and Management of Innovations

ISSN

2218-4511

e-ISSN

—

Volume of the periodical

2020

Issue of the periodical within the volume

1

Country of publishing house

UA - UKRAINE

Number of pages

9

Pages from-to

294-302

UT code for WoS article

000527388200013

EID of the result in the Scopus database

—